They are HIGHLY negotiable. This is something that businesses handling their own media buying may not realize. We are able to negotiate fantastic deals based upon the leverage our agency has as a result of the collective sum of our entire ad buying. We are negotiating deals every day, armed with the knowledge of what the vendors are willing to do or give in exchange for our ad dollars. We literally pay for ourselves with the savings earned through negotiating, in addition to the discounts and added value we get. That doesn’t even address the quality of the media buy we are able to achieve … which we never lose sight of in the midst of negotiating the various deals!
December 6, 2012